Regular blood donors are in short supply in Australia and donation rates, specifically amongst young males (18-30yo - LYNX's core audience), are at historical lows. Australia needs 27,000 volunteer donors every week to keep up with demand. Recruiting new blood donors is incredibly challenging, however, once recruited there is a high rate of ongoing donation. There are also strict requirements around who an eligible donor is (health, no tattoos, not lived in the UK between 1980-96 due to Mad Cow Disease etc.).

Our objective was to engage young males with the blood donor message and get pledges to donate blood.

'Love is in your Blood’ was a message designed to encourage young men to donate blood and was developed in partnership with the Australian Red Cross Blood Service. It’s a powerful message, appealing to guys to actively support a good cause and make a difference in the world.

With the theme of peace as a campaign backdrop, we worked with renowned illustrator and typographer Bobby Haiqalsyah to create a unique peace poster - something that would stand out in urban environments and promote a message not a brand.

The Australian Red Cross Blood Service relies on supporters. It’s very existence depends on the continued support of just 520,000 Australians, a fraction of the total Australian population (22m). LYNX used its scale and reach to take the ‘Love is in your Blood' message to over 1m males aged 18-30 through a combination of street posters and a ‘Love is in your Blood’ short film & pre-roll ads. The campaign has been successful in increasing the Red Cross Blood Service donor database by recruiting thousands of young men who have pledged to donate blood over the next year.